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CONTENT TYPE: Chart | TOPIC: Marketing Strategy
B2B firms that outperform the competition are more likely to focus on long-term marketing goals, test their marketing programs beyond digital channels, encourage marketers to take risks, and have distinctive brands, according to recent research.
CONTENT TYPE: Infographic | TOPIC: Marketing Strategy
How do marketing experts feel about their 2020 soothsaying in light of the COVID-19 pandemic? To find out, PAN Communications asked some of the marketers who had shared their opinions at the start of the year to revisit their earlier predictions.
CONTENT TYPE: Article | TOPIC: Marketing Strategy
The abrupt changes caused by Covid-19 have shocked our personal and work lives, forcing us to rethink how we do business. But some things have not changed—like knowing what the most important metrics are... yet not being able to improve in those areas. However, you can bridge that gap and drive revenue.
CONTENT TYPE: Infographic | TOPIC: Content
Webinars and podcasts can be effective ways to engage audiences, though each format has pros and cons that can make it better or worse suited to specific situations.
Rumors that the CMO role is going the way of the dodo bird have been circulating for years. The devaluation of the role is partly the consequence of outdated notions of what CMOs do and misconceptions about the scope of the job. But the current crisis is proving the CMO role is vital.
CONTENT TYPE: Article | TOPIC: Management
Take a moment. Calm your thoughts. Form an image in your mind of what your career and your job as a B2B marketer can look like—how fulfilled you could be with your work. Is it all just wishful thinking? It doesn't have to be.
CONTENT TYPE: Chart | TOPIC: Content
The proportion of major advertisers that say they are strongly committed to content marketing has doubled over the past two years, according to recent research from the Association of National Advertisers (ANA) and The Content Council.
CONTENT TYPE: Article | TOPIC: Account-Based Marketing
Account-based programs demonstrate higher conversion and close rates than traditional demand programs. So, companies of course want to focus on winning and growing target accounts in the year ahead. But there are ways you can make ABM even more successful and maximize ROI.
CONTENT TYPE: PRO Webinar | TOPIC: Marketing Strategy
Discover a new, more effective way to analyze your data in this B2B Backstage keynote with Avinash Kaushik, digital evangelist for Google.
Many CMOs at large companies are facing budget cuts because of the COVID-19 pandemic, but most expect the economic climate to return to business as usual in the next 18-24 months, according to recent research from Gartner.
CONTENT TYPE: Infographic | TOPIC: Account-Based Marketing
The account-based marketing (ABM) approach, in which organizations focus on best-fit accounts (rather than individuals as standalone leads), requires close coordination between Marketing and Sales.
CONTENT TYPE: Webinar | TOPIC: Demand Generation
Most marketers understand the power of search marketing and the possibilities for leveraging social media. But only the best marketers are harnessing the powerhouse combo of search plus social. We'll take you behind the scenes to see how it can be done. Sponsored by Workfront.
CONTENT TYPE: Chart | TOPIC: Branding
B2B marketers say the biggest challenge they face in trying to amplify their brand is not having a clear strategy, according to recent research from ON24 and NetLine.
CONTENT TYPE: Friday Forum | TOPIC: Marketing Strategy
The ability to scale your marketing strategies—and measure their impact—is critical if you're going to achieve ROI and prove your team's worth. But getting started, or knowing how to fix what's broken, is the hardest part. Sponsored by Obility.
New forms of marketing seem to rise to the top of the priority list every few months. But being able to read and respond to your customers' actions is arguably the most valuable currency for engagement. And, for that, an interactive marketing strategy is a priority.
B2B marketers, who relied on tradeshows and conferences, will be itching to go back to how things were before the pandemic hit. But maybe not exactly how things were—because there is a better way to reach people in-person: experiential marketing (yes, for B2B, too).
Reopening during and after the pandemic is fraught with challenges but laden with opportunities. For marketers, it's an ideal time to take advantage of new marketing and communications approaches to differentiate your brand for the "new normal" in your industry.
You may not be in the baseball business, but there's a lot you can learn about marketing from Oakland Athletics VP of Operations and former General Manager, Billy Beane. This webinar is no longer available, but you can get a taste of what you missed by watching the after show on-demand.
CONTENT TYPE: Article | TOPIC: Content
Outsourcing content creation and relinquishing some control over your content can be stressful. But you can maintain a collaborative relationship with your content partner to execute a content strategy that achieves your content marketing goals. Here's practical advice for doing that.
CONTENT TYPE: Guide/Report | TOPIC: Demand Generation
Lead generation is no longer about just filling the top of the funnel. It's imperative that we, as marketers, start building real and lasting relationships with clients, prospects, and customers from day one.
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